About

For over 25 years, David Binder Research has provided research and insight to political, government, and private sector clients.

Our strength lies in our pioneering use of new research technologies, our hybrid qualitative and quantitative techniques, and our ability to devise innovative, customizable services that suit the specifications of each individual client.

DBR has enjoyed a long-term ongoing partnership with President Barack Obama’s White House, providing award-winning messaging work and conducting research on a number of different initiatives. Other clients run the gamut from small non-profits and boutique associations to large corporations and multi-year political campaigns.

Learn a little more about who we are and what we do – and let us help you achieve measurable impact.

Some brand new, some time-tested.

And some uniquely our own.

Services

As our name suggests, the cornerstone of DBR’s capabilities is research, and a lot of it. We pride ourselves on learning everything there is to know about the issue at hand, so that we can ask the right questions about it – thus engendering the most effective and illuminating response for our clients.

DBR’s methodology encompasses traditional and cutting-edge strategies, qualitative and quantitative techniques – and everything in between. We take a holistic view of your needs, which is why our approaches are often multifaceted.

Below is a list of some of our services. Think of it as a starting point for discussion; our only objective is to meet your needs, and we’ll tailor our methods accordingly once we get to know you.

Telephone Surveys

DBR’s telephone interviews target the most representative sample of the population we’re measuring, and are conducted both on landlines and cell phones. In some cases, surveys are conducted entirely on cell phones – in keeping with the changing landscape of modern communication.

Online & Smartphone Surveys

Online surveys, conducted on computers and on mobile devices such as tablets and smartphones, provide the advantage of allowing respondents to react to images and videos – something that isn’t possible with telephone interviews. DBR has conducted surveys with national panels, client-supplied lists, voter lists, and customized panels developed through our own proprietary screening process.

Qualitative Research

DBR conducts ethnographic research and in-person sessions with groups of various sizes, from single individuals to segments of 60 people or more. We gain an intimate understanding of how people respond to various stimuli – their emotions, reactions, and body language – indicators that might otherwise be overlooked.

We customize our qualitative sessions to fit the specific requirements of the project and to accommodate the number of people participating, thereby maximizing feedback quality while maintaining the integrity of the data.

Online Hybrid Research

DBR offers a growing menu of online services, incorporating both qualitative and quantitative methodologies while maximizing the demographic and geographic pool of research targets.

Through the use of discussion boards, online communities, social media recruits, social media monitoring, and longitudinal panel studies, we are constantly exploring the evolving ways in which people communicate and engage with others.

By capitalizing on the expanding population of people who engage and communicate primarily online, we can understand their needs and preferences with more accuracy. And we can obtain new insights that go beyond traditional surveys and focus groups.

Control Treatment Studies

Sometimes, the most precise way to measure the impact of a particular message is by isolating the impact. Our control treatment studies involve separating a research population into segments, exposing one of those segments to a specific treatment, and comparing that group’s reactions to those of a placebo or control group.

Dial Tests

Dial tests take surveys a step further, by using technology to measure emotional responses to stimuli from moment to moment . DBR conducts these tests both online and in person.

In-home Interviews

One of the most revealing and informative ways of determining the attitudes, beliefs, and psychographics of an individual is by witnessing how that person absorbs information about a relevant concept while in a familiar environment. When does he or she change the television channel, or browse to a different news source or article online? How much do social media outlets play a part in the diffusion and interpretation of news? In-home interviews allow us to observe people consuming information – and to ask questions about their emotional investment at that time.

Deep Analysis

Researching and ascertaining data isn’t enough. We use our tools and experience to dive deep within that data – finding the details, trends and nuances that aren’t obvious or available at first glance. We’re dedicated to going beyond superficial results to probe for patterns and insights; we love nothing more than sinking our teeth into the data.

Many arenas, one goal:
informed decision-making.

Clients

The proof of DBR’s capabilities lies in our successful partnerships with clients in every sector – from political campaigners to policy advocates, major auto manufacturers to disruptive startups, television channels to professional sports teams. Browse our list of representative clients below.

Note that this is by no means a complete list – it’s just a selection of some of the people and causes we’ve had the pleasure of assisting over the years. Here is a more complete list of DBR clients, past and present:

Political Campaigns

Presidential

Barack Obama 2008

Barack Obama 2012

Senate and House races

Alaska

Arkansas

California

Colorado

Connecticut

Florida

Indiana

Kentucky

Michigan

Missouri

New Hampshire

New York

North Carolina

Ohio

Pennsylvania

Statewide and State Legislatures

California

Delaware

Illinois

Nevada

New Mexico

New York

State and Local Propositions

Alabama

California

Colorado

Georgia

Illinois

Indiana

Kentucky

Maine

Michigan

Mississippi

Missouri

New York

Ohio

Oklahoma

Oregon

Tennessee

Washington

West Virginia

Numerous County and Municipal Ballot Propositions

Speciality Areas

Committees

Democratic Congressional Campaign Committee

Democratic National Committee

Democratic Senatorial Campaign Committee

Labor

AFL-CIO

American Federation of State, County and Municipal Employees (AFSCME)

California Alliance for Jobs

California Correctional Police Officers Association (CCPOA)

California Faculty Association

California Federation of Teachers

California Labor Federation

California Professional Firefighters (CPF)

California State Employees Association (CSEA)

California Teachers Association (CTA)

Directors Guild of America (DGA)

International Association of Firefighters (IAFF)

International Alliance of Theatrical Stage Employees (IATSE)

International Cinematographers Guild

International Union of Operating Engineers (IUOE)

National Education Association (NEA)

SAG-AFTRA (Screen Actors Guild)

San Francisco Labor Council

Service Employees International Union (SEIU)

United Federation of Teachers (UFT)

United Food and Commercial Workers (UFCW)

United Teachers of Los Angeles (UTLA)

Education

Association of California School Administrators

California Faculty Association

California Federation of Teachers

California Higher Education Recruitment Consortium

California School Employees Association

California State University

California Teacher's Association (CTA)

National Education Association

National Labor College

Northern Arizona Alumni Association

San Francisco City College

United Teachers Los Angeles (UTLA)

University of California

Advocacy Groups and Foundations

Alfred P. Sloan Foundation

Battleground Texas

California Applicant Attorneys Association

California Association of Realtors

California Ballot Initiative Reform

California Homebuilding Foundation

California Hospital Association

California Retailers Association

California State Automobile Association

Consumer Healthcare Products Association

Courage Campaign

Golden Gate Restaurant Association

iVote

Napa Valley Vintners Association

National Restaurant Association

National Soft Drink Association

The Partnership at Drugfree.org

RATE Coalition

Robert Wood Johnson Foundation

San Francisco Chamber of Commerce

San Francisco Committee on Jobs

San Francisco Parks Trust

San Francisco Planning and Urban Research Association (SPUR)

Vulcan

Health Organizations

American College of Emergency Physicians

American Heart Association

American Lung Association

Belmont Village Assisted Living Communities

Blue Cross Blue Shield

California Association of Health Plans

California Hospital Association

California Medical Association

California Pacific Medical Center

California Wellness Foundation

Evergreen Health

Face it TOGETHER

Kaiser Permanente

Let's Move!

Oakland Children's Hospital and Research Center

St. Luke's Hospital

Agencies

BART

California Public Utilities Commission

Golden Gate Transportation District

East Bay Municipal Utilities District

San Francisco Department of the Environment

San Francisco Municipal Railway (MUNI)

San Francisco Public Utilities Commission (SFPUC)

Environmental

Better World Group

Golden Gate National Parks Conservancy

Greenbelt Alliance

Energy Foundation

Environmental Defense Fund

National Resources Defense Council

Oceana

Presidio Trust

Save the Bay

Sierra Club

Trust for Public Land

Union of Concerned Scientists

US Green Building Council

Advertising and Media Firms

AMHC Political Consulting

Analytics Media Group

AKPD

Doner

GMMB

Goddard Claussen Strategic Advocacy

Gogerty Marriott

Kaufman Campaign Consultants

Ketchum

Link Strategies

MSLGROUP

Pickett Advertising

Porter Novelli

Public Strategies Inc.

Red Horse Strategies

Richie Ross Communications

SS+K

The Strategy Group

Tribal Worldwide

Businesses

Alliant Energy

AT&T

Clorox

Costco

CVS

DirecTV

Duke Energy

Elsevier Sciences

GAP

General Motors

Home Depot

hotels.com

Insurance.com

Lennar Homes

Magic Leap

Microsoft

Norcal Waste Systems

Safeway

The Princeton Review

Trader Joe's

Walgreens

Xcel Energy

Yahoo!

Sports, Entertainment and Media

AMC Television

Cablevision

CBS Films

ESPN

FilmL.A., Inc.

Golden Gate Warriors

Legendary Pictures

MGM Mirage

MTV

NBC News

New Regency Pictures

Sacramento Kings

San Diego Padres

San Francisco Chronicle

San Francisco 49ers

San Francisco Magazine

Univision

World Wrestling Entertainment

Arts and Culture

Asian Art Museum

Bay Area Discovery Museum

Burbank Public Library

California Library Association

Glendale Public Library

Monterey Bay Aquarium

Randall Museum

San Francisco Fine Arts Museums: M. H. De Young Museum and Palace of Legion of Honor

San Francisco Public Library

San Francisco Zoo

Let us introduce ourselves.

Team

We’re progressive thinkers, analysts, strategists, statisticians, mathematicians, marketers, consultants, and advocates. We’re fanatical about helping our clients succeed, and we truly enjoy what we do. Learn a little more about our team members. We’re looking forward to learning more about you.

David Binder

PresidentDavid Binder Research

David is the founder of DBR, and the guru of all things research. He has over two decades of experience in statistical and qualitative analysis, and believes that a proper evaluation of public opinion cannot be accomplished by looking only at poll numbers or focus group transcripts, but rather by a multi-source examination within the larger perspective of everyday life. Local and national media and publications seek his social and political insights on a regular basis.

David has a BS from Syracuse University, an MBA from Cornell, and is a member of the American Association of Political Consultants. He’s also an active volunteer, making post-election analysis presentations to community, public interest and non-profit groups as well as foundations and political clubs. In his spare time, he likes to bike around San Francisco.

William Gudelunas

Senior Vice-PresidentDavid Binder Research

Will has developed innovative research methodologies with DBR since 1999, merging qualitative research with predictive analytics, to optimize television and online ads and political messaging. He conducted research for the Obama 2008 and 2012 campaigns, as well as for the Obama White House. In 2012, he initiated the first online research community used in a presidential campaign. His research findings have appeared in various national media outlets.

Will spends his downtime in the water, swimming and bodysurfing. He earned his MA in politics from Lehigh University.

Seiji Carpenter

Vice-PresidentDavid Binder Research

Seiji Carpenter has been with DBR for over a decade, working from San Francisco, Washington, DC, and New York City, where he currently resides. With his extensive background in both quantitative and qualitative research methods, he helps to create new research methodologies that more accurately identify underlying attitudes and opinions.

Prior to working with DBR, Seiji completed a Coro Fellowship in Public Affairs.

Shanan Alper

Vice-PresidentDavid Binder Research

Shanan Alper has been with DBR since 2005, after spending years involved in a variety of political causes and campaigns. He conducts in-depth statistical analysis of survey and qualitative data, presenting his findings to community leaders and elected officials. He also moderates focus groups, and is particularly interested in developing new communication methods to reach an increasingly diverse population.

Shanan and his wife live in San Francisco with their two young sons and dog. He loves attending sporting events and listening to live music.

Andrew Goldberg

Research AnalystDavid Binder Research

Andrew focuses on nationwide political, advocacy, and corporate campaigns. He played an integral part of our work on the Obama for America campaign, bringing valuable previous experience as a campaign operative for various state and local legislative candidates, including Deval Patrick and Eric Schneiderman.

A native of Bucks County, Pennsylvania, Andrew holds a degree in Economics from Boston University.

Ethan Axelrod

Research AnalystDavid Binder Research

Ethan conducts qualitative and quantitative research analysis for our clients; he also assists in the development of new research projects. He joined the DBR team in 2014, and has a background in advertising and media.

Ethan is a recent transplant to the Bay Area, and spends as much of his free time as possible exploring the outdoors in Northern California.

Ben Meyers

Research AssociateDavid Binder Research

Ben facilitates all areas of quantitative and qualitative research at DBR. His keen attention to detail ensures that both our internal operations and our research projects run smoothly. Basically, he does a bit of everything.

Ben is the proud father of a beautiful little girl and spends his spare time teaching her the joys of NBA basketball, books, and NPR.

Erin Dixon

Data ManagerDavid Binder Research

Longtime associate Erin Dixon is our lead data coordinator. Only David Binder himself has been with the firm longer. A pioneering telecommuter, Erin works remotely and is rarely seen in the office.

Though she doesn’t reveal much about her personal life, Erin’s data work speaks for itself: concise, transparent, and always on target.

Spencer Dixon-Word

Data SpecialistDavid Binder Research

Spencer joined the DBR team in 2013. A veritable data wizard, he manages the lifecycle of the survey data process – first by ensuring that proper samples are drawn and quotas are met, and then by providing an advanced layer of statistical analysis to maximize survey information impact.

Spencer graduated from UC Santa Cruz in 2013. In his free time, he likes to spend time in the city and meet new people.

Carol Gailey

Project ManagerDavid Binder Research

Carol Gailey brings over 25 years of marketing research expertise to her role as special consultant to DBR. Her experience includes strategic research projects for

Hewlett-Packard, Motorola, MCA Records, Marriott Corporation, Dole Food, Hardee’s, and The Principal Financial Group. Carol has a strong background in new product development and launch, including key product management responsibility at Hallmark Cards. She is a member of the Qualitative Research Consultants Association.

Outside of work, Carol is an avid reader and painter, and loves spending time with her cat and two dogs.

You don’t have to know the methods that are best for your needs; that’s our job.

Case Studies

Obama for America / Organizing for Action

DBR Role

DBR has been the sole research and online testing facilitator for OFA since 2006 – conducting focus groups, in-home interviews, dial tests, online communities, control-treatment tests, and phone surveys for the organization.

Research Innovation

Conducted online control-treatment studies to measure the impact of advertisements.

Conducted statistical analysis to establish the most critical metrics in determining vote choice.

Conducted an in-home study to determine actual television viewing behaviors – and which advertisements are most likely to be noticed.

Utilized online communities to determine what stories and advertisements average voters noticed.

Impact

DBR provides OFA with up-to-the-minute awareness of the stories that voters follow, questions they have, and the impact of ads and other communications on voter opinion.

Let’s Move

DBR Role

DBR spearheaded two rounds of qualitative research.

Research Innovation

Pinpointed the most motivating aspect of an anti-childhood obesity campaign.

Provided specific feedback to help characterize the campaign.

Impact

DBR determined the most effective themes to encourage action, as well as helping to maintain a positive brand identity for Michelle Obama and the campaign.

Marriage Equality

DBR Role

DBR conducted qualitative and quantitative research online, in person, and by phone, as well as organizing national research studies for foundations and nonprofit clients. DBR also joined the front lines, working on marriage equality campaigns in California, Maine, and Minnesota.

Research Innovation

Conducted parent and child, husband and wife, and mini-group dyads with small groups.

Used focus groups and online tests to determine the most effective responses to opponent attack ads.

Impact

Identified message framework (and effective messengers) to argue for marriage equality, as well as determining potential message vulnerabilities and how best to counteract them.

California Proposition 30: Temporary Taxes To Fund Education

DBR Role

DBR conducted qualitative and quantitative research online, in person, and by phone.

Research Innovation

Used online heat map technology and control-treatment studies to determine the specific language that was most effective in ballot arguments and advertisements.

Impact

Identified language that emphasized the importance of accountability, revealed the importance of the temporary tax language, and highlighted the importance of the messenger in communicating that money would go directly to classroom spending. Advertisement tests determined the most effective advertisements at different points during the campaign.